Consumer preferences in restaurants in India vary based on the level of service attributes such as food quality, service, and ambiance. High-end restaurants prioritize quality over service, while quick-service restaurants value service more than ambiance. Improving food quality influences consumer preferences for ambiance and service, but not necessarily at the same level. Restaurateurs can benefit from offering high-quality food and appropriate service or ambiance levels. Expectations differ between high-end and quick-service restaurants in terms of service attributes.